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100 Year Old Still Kickin It

100 Year Old Still Kickin It

Morton Salt launches a year-long campaign to honor the Morton Salt Girl, who marks her 100th year as the face of the brand in 2014. As part of the effort, the logo and package design system have been updated as well. The friendlier font maintains the bold, all-caps type style, but the letter “R” carries a slight kick to mimic the Morton Salt Girl’s step. The “girl” icon has been refreshed but in small, subtle ways, such as cleaner, simplified linework. The limited edition packaging will be sold in retail and grocery stores nationwide throughout 2014. Two New York-based agencies are involved: Addison developed the masterbrand positioning and 100 anniversary branding while Pause for Thought designed the new logo and packaging. LEARN MORE >

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